Into Europe via international marketing

Abstract

The entry of the United Kingdom into the Common Market affords unrivalled opportunities for the marketing man to extend his areas of activity. However, marketing on an international scale is not something to be rushed into without considerable thought and informed preparation. Marketing may be said to be a concept rather than a function, and a concept which should be realised and understood by all managers; not just those with the term ‘marketing’ or ‘selling’ included in their title! It is not sufficient to change the title of Sales Manager to Marketing Manager: firm action must be taken to introduce the concept of marketing throughout the organisation.

Citation

HAYWARD, G. (1973), "Into Europe via international marketing", Industrial and Commercial Training, Vol. 5 No. 4, pp. 195-198. https://doi.org/10.1108/eb003309